# Landing Page Copy

Structure and templates for high-converting landing pages.

## Above The Fold (Hero Section)

The first screen matters most. Include:

```
┌─────────────────────────────────────────────────┐
│                                                 │
│  [Pre-headline - optional credibility]          │
│                                                 │
│  HEADLINE: Promise the outcome                  │
│                                                 │
│  Subheadline: How or why (supporting detail)    │
│                                                 │
│  [Hero image/video]       [Primary CTA button]  │
│                                                 │
│  [Social proof snippet: "Join 10,000+ users"]   │
│                                                 │
└─────────────────────────────────────────────────┘
```

## Headline Formulas

```
[Achieve outcome] without [pain]
The [adjective] way to [benefit]
[Benefit] in [timeframe]
Get [result]. [Handle objection].
[Do X] like [aspirational group]
```

**Examples:**
- Write emails that convert without sounding salesy
- The fastest way to build landing pages
- Double your leads in 30 days
- Get more clients. Spend less time selling.

## Subheadline Formulas

```
[Product] helps [audience] [benefit] so they can [ultimate goal]
Even if [common objection]
Without [pain they expect]
The [only/first/fastest] [thing] that [benefit]
```

**Examples:**
- Our AI helps marketers write copy 10x faster so they can focus on strategy
- Even if you've never written a sales email before
- Without hiring expensive copywriters

## Social Proof Section

### Testimonials
```
"[Result achieved] in [timeframe]. [Emotional reaction]."
— [Name], [Title] at [Company]
```

### Stats Bar
```
[10,000+] customers | [4.9/5] rating | [50M+] emails sent
```

### Logo Cloud
```
"Trusted by teams at [Logo1] [Logo2] [Logo3]..."
```

## Benefits Section

Use this structure:
```
[Benefit headline]
[1-2 sentence explanation]
[Optional: icon or image]
```

**Write benefits, not features:**

| Feature | Benefit |
|---------|---------|
| "AI-powered" | "Writes copy in seconds" |
| "Cloud-based" | "Access from anywhere" |
| "Advanced analytics" | "Know exactly what's working" |

## How It Works Section

```
Step 1: [Action verb] → [Outcome]
Step 2: [Action verb] → [Outcome]
Step 3: [Action verb] → [Outcome]
```

**Example:**
```
Step 1: Connect your data → One-click setup
Step 2: Choose your template → AI writes your copy
Step 3: Launch your campaign → Start getting leads
```

## FAQ Section

Address objections disguised as questions:

```
"How long does it take to see results?"
→ Answer + success story reference

"What if it doesn't work for my industry?"
→ Answer + social proof from similar industry

"Is there a contract?"
→ Answer + risk reversal
```

## CTA Section Patterns

### Primary CTA
```
[Action verb] + [benefit]
Get Started Free
Start Your Free Trial
Build Your First [Thing]
```

### With Risk Reversal
```
[CTA button]
No credit card required. Cancel anytime.
30-day money-back guarantee.
```

### With Urgency
```
[CTA button]
Limited time: Save 40% (ends Friday)
Only 17 spots left this month
```

## Page Flow (Long-form)

```
1. Hero (problem → promise)
2. Pain points (agitate)
3. Solution intro
4. How it works
5. Benefits (3-5)
6. Social proof
7. Pricing/offer
8. FAQ (objections)
9. Final CTA
```

## Conversion Boosters

- **Specificity**: "47% increase" > "big increase"
- **Contrast**: Before/after comparisons
- **Scarcity**: Limited spots, time, quantity
- **Risk reversal**: Guarantees, free trials
- **Social proof**: Numbers, logos, testimonials

## Landing Page Checklist

- [ ] Headline promises clear outcome?
- [ ] Subheadline supports or explains?
- [ ] One primary CTA (repeated)?
- [ ] Benefits, not features?
- [ ] Social proof visible above fold?
- [ ] Objections addressed?
- [ ] Mobile-optimized?
- [ ] Page loads under 3 seconds?